Context and mobile services' value-in-use |
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Authors: | Johanna Gummerus,Minna Pihlströ m |
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Affiliation: | aHANKEN School of Economics, Department of Marketing, P.O. Box 479, FI-00101 Helsinki, Finland;bSegmento Oy, Sinimäentie 10 B, 02630 Espoo, Finland |
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Abstract: | Context is an inherent part of service use experiences that helps to understand when mobile services generate superior value-in-use for customers and are preferred to other services, but little research exists on the subject. In order to fill this void, a theoretical value framework incorporating context is proposed. The findings of 85 mobile service use situations indicate strong evidence for two types of value: context value and value-in-use. Furthermore, the paper identifies new context value categories such as uncertain conditions, refines the meanings of other context and value-in-use categories, and concludes that conditional value enhances the value of mobile services. |
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Keywords: | Context Value-in-use Mobile service Customer value |
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